Simple, Uncluttered Design New in Online Travel; Consumers Prefer More Than
Two-to-One Over Competition in Testing
SOUTHLAKE, Texas, March 25 /PRNewswire/ — Travelocity(R) today introduces
a completely new look and feel that offers consumers greater ease-of-use,
while setting new standards for design in online travel. In conjunction with
the rebranding, Travelocity also today unveils its new “Guiding Stars” logo
and color scheme.
http://www.newscom.com/cgi-bin/prnh/20040325/DATH004LOGO-b http://www.newscom.com/cgi-bin/prnh/20040325/DATH004-c )
“Travelocity has always taken great pride in being an advocate for its
customers by negotiating great deals, providing insider travel information and
offering excellent customer service,” said Jeff Glueck, chief marketing
officer for Travelocity. “Our crisp new visual identity is yet another way we
are leading the industry by elevating visual and customer experience
standards, while our new logo personifies our reputation for providing smart
guidance to consumers. We want every page of the site to communicate what our
brand represents: travel expertise, honest guidance and the high-vitality
spirit of our members.”
Solid Consumer Response
In researching concepts for the new site, Travelocity conducted a number
of in-person interviews, focus groups and usability tests. Findings indicated
that consumers viewed online travel sites as visually crowded, with too many
offers and features competing for their attention. This caused confusion for
consumers, who were seeking a site they could trust to present them the best
options for their needs. In response, Travelocity designers created a fresh,
new look. Ensuing tests showed that consumers favor Travelocity’s new site
more than two-to-one over competitors’ sites. Additionally, research
conducted on behalf of Travelocity revealed that, compared to competitors’
sites, consumers consider Travelocity’s new site to be more appealing, more
organized, and containing just the right amount of information.
Behind the Scenes of the New Site
With its large blocks of color and calm, soothing palette, Travelocity now
offers savvy travelers an easier, more relaxed booking experience along with
great travel deals.
“Our goal in the redesign was to evolve the site based on the direct
feedback of our customers,” said Troy Whitsett, director of customer
experience and interactive design for Travelocity. “We also observed
innovators in other industries that had successfully accomplished similar
goals. We wanted a design that works well and looks great, and we are paying
attention to the smallest of details and making sure that travelers can move
quickly and easily while shopping.”
Similar to a traditional offline entity introducing a new brand,
Travelocity’s core features — its wide variety of flights, hotel, car rental
and cruise choices, competitive pricing and attentive customer service —
remain intact. The latest additions include:
-- Faster download speeds -- the new home page loads almost twice as fast -- An improved user experience with cleaner lines, less clutter, more engaging colors and emphasis on the most relevant content -- Use of drop down menus on every page, so that consumers are always only one click away from the feature they are seeking -- A more personalized shopping experience including more personal information on the home page, designed to give customers the tools and power to take control of their travel lives
“From the colors chosen to the content organization to specific word
choices, we examined every aspect of the site,” Whitsett said. “Each decision
was a step toward creating an inspirational and rewarding experience with
Travelocity, where customers feel invited in and want to stay.”
What’s In a Logo?
The redesign work flows from a conscientious rebranding process undertaken
by Travelocity, during which the company developed its new brand approach.
One result of this process is a new logo with the company name set against a
dark blue sky with guiding stars. Concurrently, the logo also will be
featured on a white background in certain applications. The new logo was
created by Travelocity’s branding agency, Paris-based Desgrippes Gobe (d/g*).
“Stars are the traveler’s natural compass,” Glueck said. “And we think
this approach ties in naturally with our commitment to guide our customers to
the most rewarding trips.”
Travelocity(R), with 41 million registered users, booked nearly $4 billion
of travel in 2003. Every day Travelocity negotiates thousands of great travel
deals with the world’s most reputable airlines, hotels, car rental companies,
cruise lines, ground transportation providers, and popular destination
attractions such as theme parks, ski resorts and theaters. Additionally,
Travelocity offers access to special rates for weekend getaways and dynamic
packages through its Last Minute Deals and TotalTrip(SM) shopping engines, and
provides customer service support over the phone 24 hours a day.
Travelocity’s industry-leading technology and wealth of straight-talking,
honest information allow travelers to make informed decisions and have more
rewarding travel experiences. Through Travelocity Business(SM), companies can
better manage business travel, lowering costs and expanding options for
travelers, while the Travelocity Partner Network(SM) further distributes
Travelocity’s products through an array of channels.
Based in Southlake, Texas, Travelocity also powers international travel
Web sites in seven languages and has been recognized worldwide for its
consumer advocacy and global leadership in online travel. More information
about Travelocity is available at www.travelocity.com . Travelocity is owned
by Sabre Holdings Corporation (NYSE: TSG), a world leader in travel commerce.
More information about Sabre Holdings is available at www.sabre-holdings.com .
Contact: Judy Haveson (firstname.lastname@example.org) (212) 554-7425 Mary Kate Smither (email@example.com) (972) 488-4790 VOLLMER
SOURCE Travelocity -0- 03/25/2004 /CONTACT: Judy Haveson, +1-212-554-7425, or firstname.lastname@example.org , or Mary Kate Smither, +1-972-488-4790, or email@example.com , both of VOLLMER, for Travelocity/ /Photo: http://www.newscom.com/cgi-bin/prnh/20040325/DATH004LOGO-a http://www.newscom.com/cgi-bin/prnh/20040325/DATH004LOGO-b http://www.newscom.com/cgi-bin/prnh/20040325/DATH004-c AP Archive: http://photoarchive.ap.org PRN Photo Desk, firstname.lastname@example.org / /Web site: http://www.travelocity.com http://www.sabre-holdings.com / (TSG) CO: Travelocity; Sabre Holdings Corporation; Desgrippes Gobe ST: Texas IN: TRA LEI CPR MLM ECM ADV SU: AH-AP -- DATH004 -- 5373 03/25/2004 07:00 EST http://www.prnewswire.com